With an expected 4.7 billion travelers, 2024 is set to become the biggest travel year in history. With more than 38,000 restaurants in over 100 countries, it’s safe to say that wherever people go, the familiar taste of McDonald’s is always close by.

McDonald’s wants to stay top of mind among travelers and make a stop at a McDonald’s abroad a must-visit.

La Sagrada Familia, Barcelona. Arc de Triomphe, Paris. Checkpoint Charlie, Berlin. Tokyo Skytree, Tokyo. St. Paul’s Cathedral, London. And many more. Next to all these iconic landmarks around the world is another landmark. A McDonald’s.

Targeting travelers and speaking to their wanderlust, we created a tourism-inspired campaign showcasing famous landmarks that see millions of visitors every year, and how McDonald’s is a natural part of these destinations.

Among the things tourists abroad miss the most from home is familiar food.

And with more than 38,000 restaurants across the world, McDonald’s has a unique opportunity to be that familiar food. In fact, of the top 30 most-visited countries in the world, McDonald’s is present in 29, serving the same famous Big Macs, McNuggets and fries everywhere.

The campaign helped push hungry travelers to seek out the closest McDonald’s restaurant in some of the most visited destinations in the world.

To showcase McDonald’s presence around the world, we created a series of travel postcards. These postcards feature both a world-famous landmark and the McDonald’s restaurant next to it. Targeting travelers, these postcards where distributed in several ways, including travel magazines, in local McDonald’s restaurants when ordering a meal, as well as with delivery. They could also be found at the classic tourist souvenir shops close to the landmarks, inside Airbnb apartments in these cities, and at airport arrival areas.

The postcards were also turned into posters that were displayed at the actual McDonald’s restaurants next to these famous landmarks, helping tourists find their way to the taste they love.

The campaign has been seen by tens of thousands of travelers, creating plenty of positive brand sentiment by showing how McDonald’s is part of every journey.

The campaign is still ongoing, continuing to make tourists hungry for travel, and more importantly, for McDonald’s.